The Impact of Film Sponsorship on Brand Promotion and the Development of the Film Industry

Wenhui Wu

2025

Abstract

This paper explores the influence of movie sponsorship on branding and the growth of the motion picture industry. Movie sponsorship, by embedding brands into movie plots, enhances brand recognition, influences consumer perceptions, and builds brand loyalty. Also brand sponsorship gives a large amount of funding towards movie production, wider market range and increases global competitiveness. However, with too much commercialism, the art of creativity and value gets lost. Newer technologies like Artificial Intelligence, Virtual Reality and Augmented Reality are redefining the film sponsorship model for more intelligent and immersive brand integration. The study provides people with a greater understanding of how movie sponsorship can benefit both brands and filmmakers, while also acknowledging the need for finding balance between the conflicting goals of commerce versus creativity.

Paper Citation

in Harvard Style

Wu W. (2025). The Impact of Film Sponsorship on Brand Promotion and the Development of the Film Industry. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 273-277. DOI: 10.5220/0013989900004916

in Bibtex Style

@conference{prmc25,
author={Wenhui Wu},
title={The Impact of Film Sponsorship on Brand Promotion and the Development of the Film Industry},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={273-277},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013989900004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - The Impact of Film Sponsorship on Brand Promotion and the Development of the Film Industry
SN - 978-989-758-778-8
AU - Wu W.
PY - 2025
SP - 273
EP - 277
DO - 10.5220/0013989900004916
PB - SciTePress